Digital Marketing Officer

24 hours ago

Makati City, National Capital Region, Philippines Araw Hospitality Group Full time

MAIN RESPONSIBILITY

To strategize, execute, and optimize all digital marketing initiatives across Araw Hospitality Group's portfolio of hotels, resorts, and F&B outlets—driving measurable business outcomes through performance marketing, SEO, website management, analytics, and digital innovation.

JOB RESPONSIBILITIES

Performance Marketing & Ad Tech

  • Strategize, launch, and optimize paid campaigns across Google, Meta, YouTube, TikTok, and other paid platforms.
  • Manage media buying budgets, track ROAS, and recommend spend allocation by channel and property.
  • Set up and manage pixels, tags, and events for performance tracking.
  • Provide post-campaign wrap-ups, insights, and optimization recommendations.

Website & SEO Management

  • Oversee the content, performance, and technical health of all company websites.
  • Implement SEO audits and improvements, including keyword research, metadata optimization, schema tagging, and link building.
  • Lead the website update calendar: new pages, seasonal promos, and property launches.
  • Resolve crawl errors, UX issues, and mobile performance challenges.

Analytics, Attribution, & CDP

  • Set up, monitor, and analyze traffic, user behavior, and conversion funnels using GA4, Lytics, and other analytics tools.
  • Build dashboards and reports to track digital KPIs per property.
  • Recommend conversion enhancements based on insights and funnel analysis.
  • Ensure data compliance (GDPR, PDPA) and privacy-safe tracking setups.

Collaboration & Digital Content Strategy

  • Work with brand and creative teams to develop compelling, conversion-driven digital content.
  • Ensure digital campaigns support Araw Rewards, F&B campaigns, and booking initiatives.
  • Manage external agencies, freelancers, and media partners.

Innovation & Optimization

  • Lead implementation and monitoring of hospitality tech stack (PMS, CMS, CRM, booking engine, revenue management tools, etc.)
  • Test emerging platforms, AI tools, and new digital processes.
  • Maintain competitive benchmarks and integrate industry best practices.
  • Continuously improve digital workflows and optimize user experience.

QUALIFICATIONS

EDUCATION

-
Bachelor's degree in Marketing, Communications, Digital Media, or related field.

CERTIFICATIONS & LICENSES

  • Certifications in Google Ads, Google Analytics (GA4), Meta Ads, or SEO platforms preferred.

YEARS OF WORK EXPERIENCE

- At least 1-3 years of experience in digital marketing, ideally within hospitality, lifestyle, or multi-brand environments. (media agency preferred but not required)

- Demonstrated experience managing and optimizing paid search (Google Ads), paid social (Meta, TikTok, YouTube), and display campaigns.

- Hands-on SEO experience including keyword strategy, link building, and technical SEO.

- Experience with GA4, Tag Manager, Hotjar, and customer data platforms (CDP) like Lytics.

- Email marketing and CRM experience (Brevo, Mailchimp) is a plus.

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